Television and sex‐role acquisition: 3: Counter‐stereotyping

Abstract

This is the third and final paper in a three‐part review series of television and sex‐role acquisition. The previous papers have examined, in turn, the stereotyped nature of much of television content with respect to sex roles, and the limited evidence on the possible effects of this content upon young viewers. This paper turns to the prospects for using television as a contributor to positive social change in this area of human relations and opportunities. The available studies are divided into those which have failed to produce intended changes in young viewers, and those which have succeeded. The evidence is interpreted as suggesting that counter‐stereotype material is more effective when it attempts to build upon the diversity of the child's social knowledge rather than directly to contradict or undermine it. The relevance of affective reactions to counter‐Stereotype materials is stressed, and the attractiveness of personal power is indicated as an important component of effective counter‐stereotype work. Avenues and prospects for future research are outlined.